How to Use Keywords of Attraction to Grow Your LinkedIn Government Contracting Network
Sep 06, 2025
How to Use Keywords of Attraction to Grow Your LinkedIn Government Contracting Network
By Cecilia McDonnell • LinkedIn for GovCon • Updated September 6, 2025
TL;DR
If you're a small business in federal contracting, your success on LinkedIn depends on how you use keywords. “Keywords of Attraction” are strategic phrases federal buyers and teaming partners use during market research. This guide shows you how to define, integrate, and use these keywords to improve visibility and connection.
What Are “Keywords of Attraction” for Government Contracting?
In federal contracting, Keywords of Attraction are the exact words and phrases federal buyers type into LinkedIn, SBA's Small Business Search and other platforms during market research. These keywords signal your niche, expertise, and value proposition—and help position your company to be found.
Getting into “the room where it happens” starts with describing what you do in language that matches how buyers search.
Your first step is to create a focused list of high-impact, niche-specific keywords that describe:
- What services or capabilities you provide to meet federal needs
- What specific problems you solve
- What makes your solutions relevant to federal environments
These keywords are your visibility anchor. They help the right people—buyers and teaming partners—discover your business during due diligence.
LinkedIn Profile Optimization for Federal Contractors: How to Use Keywords
Contractors who get traction on LinkedIn optimize both personal and company profiles using well-defined keywords across every searchable field.
Organize Your Keywords in Two Tiers
- Tier One (Priority Keywords): Specific, niche phrases buyers use (often mirroring DSBS). These reflect your core competencies and capabilities.
- Tier Two (Support Keywords): Adjacent or related terms for industry, services, or differentiators—often used by teaming partners or broader audiences.
Where to Apply Keywords
- Headline (Tagline): One of LinkedIn’s most powerful search fields. Use Tier One keywords that communicate who you help and how.
- About Section: Open with federal outcomes, then back it up with capabilities and relevant terms.
- Experience Section: Align job titles, descriptions, and results with your core keywords.
Use Keywords to Build and Grow Your Network
Keywords aren’t just for your profile—they should appear across your activity.
- Posts & Content: Include Tier One terms in posts, videos, carousels, and newsletters. Keep it natural.
- Comments & Conversations: Your headline appears with every comment—it reinforces your brand in every thread.
- Messaging: Use familiar industry terms in outreach so buyers and partners understand your fit quickly.
Final Thought
If you're not using the same keywords as federal buyers, they won’t find you. LinkedIn functions like your landing page—and your visibility depends on how you show up in search. Align your message. Use clear, searchable language. Stay consistent across every platform.
FAQs
What are “Keywords of Attraction” in government contracting?
They are the exact words and phrases federal buyers and teaming partners use during market research. Align your LinkedIn, DSBS/SAM, capability statement, and website to those terms so the right people can find you.
Where should I put these keywords on LinkedIn?
Prioritize your Headline, About, and Experience sections. Lead with the highest-priority, niche terms in the Headline and reinforce them naturally throughout your About and Experience.
What’s the difference between Tier One and Tier Two keywords?
Tier One keywords are your core competencies—the phrases buyers search most. Tier Two keywords are related terms, differentiators, or supportive language that help teaming partners and broader audiences understand your fit.
Why does cross-platform alignment matter?
Misalignment across DSBS/SAM, your website, your capability statement, and LinkedIn creates confusion and reduces trust. Consistency increases visibility and credibility during due diligence.
How do I start building a keyword list?
Collect language from federal requirements, job postings, prime contractor capability pages, and your best client recommendations. Distill to 8–12 Tier One terms and 10–15 Tier Two terms and apply them consistently.
"Invisible companies don't win government contracts."
If you’re ready to optimize your LinkedIn profile to attract the right buyers and teammates, I can help.
Work With Cecilia
DM me on LinkedIn or book a call to get your Keywords of Attraction mapped and applied across LinkedIn, DSBS/SAM, your website, and your capability statement.
Message on LinkedIn Book a CallLinkedIn Strategies for GovCon newsletter is published weekly and celebrates our 927 subscribers – 48.4% growth in the last 28 days. Thank you for being here.